Dew Tour Switches Hands From NBC To The Enthusiast Network

The Sports Business Daily reported today on a multiyear deal that was finalized yesterday between The Enthusiast Network and PepsiCo:

“The Enthusiast Network has agreed to replace NBC Sports Group as the operator and strategic planner of the Dew Tour after 11 years. Under a multiyear deal finalized yesterday, PepsiCo will license the name Dew Tour to TEN, which will then stage tour stops, sell sponsorships and media and manage its finances, much like NBC’s now-shuttered Alli Sports did. The Mountain Dew brand will continue as title sponsor, but TEN will own the business, according to the parties. Under new ownership, the tour will be “completely reimagined” with a focus on evolving away from traditional competition formats, according to a statement. Execs declined to elaborate on their creative vision, but other promoters are embracing the action sports as entertainment rather than pure competitive sport.”